Customer Segmentation Based on Self-Organizing Maps: A Case Study on Airline Passengers


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Üstebay S. , Yelmen İ., Zontul M.

JOURNAL OF AERONAUTICS AND SPACE TECHNOLOGIES, cilt.13, ss.227-233, 2020 (Hakemli Üniversite Dergisi)

  • Cilt numarası: 13 Konu: 2
  • Basım Tarihi: 2020
  • Dergi Adı: JOURNAL OF AERONAUTICS AND SPACE TECHNOLOGIES
  • Sayfa Sayıları: ss.227-233

Özet

Customer segmentation is a customer grouping model based on common features and it directly relates with customer satisfaction of the companies. It provides access to the right customer with the right methods by knowing the customer better. Dealing with changes in a competitive market means airlines have to redefine customer segmentations, which translates from social-demography to a more complex behavioral approach that covers the entire travel experience and the way airlines deliver at every touch point. In this paper, a customer segmentation was performed using an airline ticket sales data and focused on two concepts such as customer loyalty and customer return. Customers with similar sales tendencies were clustered by using self- organizing map method and totally 15 clusters were obtained. In purchasing trends, the highest return was obtained in cluster 2 and the minimum return in cluster 6. Loyalty rate was calculated as 38% and it was seen that the most loyal customer profile was in the cluster 12.